McCain Foods Shares Something Good and raises $50,000 for Food Banks Canada

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The Challenge:

The Felicity team was tasked with breaking through the holiday hoopla to make news about a community giving initiative by McCain Foods Canada. Although McCain had been a long-time, significant supporter of food banks, this was the first time they would share the good news of their donation commitment widely with consumers across the country.

The Solution:

Sharing should be contagious. Rather than simply announcing McCain’s good news, the Felicity team decided to engage Canadians in helping make McCain’s donations to Food Banks Canada even bigger — creating a story that would resonate more deeply by virtue of a shared public goal!

Our team designed the #ShareSomethingGood campaign, inviting Canadians to share their good news stories on social media, spreading goodwill for the holidays, and triggering a $5 donation to Food Banks Canada from McCain for every share on social media platforms with the hashtag #McCainShareGood. Stories could be anything from volunteering at a shelter to baking for a friend, as long as they were positive and uplifting.

The Felicity team developed a media and blogger outreach program to help spread awareness of the campaign through branded prize incentives. The extensive outreach helped to secure coverage through major media outlets and influential bloggers.

The Results:

The campaign surpassed its benchmarks and gained impressive coverage, totaling more than 3 million media impressions, nearly four times our initial targets. The campaign was featured across Canada on top-tier networks like CTV News, CityLine, Global News, Canada AM, as well as given coverage by popular brands like Food Network Canada and Canadian Living. Congratulations to McCain Foods Canada for reaching their $50,000 donation goal!